Read Excerpt: 'NurtureShock' by Po Bronson and Ashley Merryman

Why just a single line of praise? "We wanted to see how sensitive children were," Dweck explained. "We had a hunch that one line might be enough to see an effect."

Then the students were given a choice of test for the second round. One choice was a test that would be more difficult than the first, but the researchers told the kids that they'd learn a lot from attempting the puzzles. The other choice, Dweck's team explained, was an easy test, just like the first. Of those praised for their effort, 90 percent chose the harder set of puzzles. Of those praised for their intelligence, a majority chose the easy test. The "smart" kids took the cop-out.

Why did this happen? "When we praise children for their intelligence," Dweck wrote in her study summary, "we tell them that this is the name of the game: look smart, don't risk making mistakes." And that's what the fifth-graders had done. They'd chosen to look smart and avoid the risk of being embarrassed.

In a subsequent round, none of the fifth-graders had a choice. The test was difficult, designed for kids two years ahead of their grade level. Predictably, everyone failed. But again, the two groups of children, divided at random at the study's start, responded differently. Those praised for their effort on the first test assumed they simply hadn't focused hard enough on this test. "They got very involved, willing to try every solution to the puzzles," Dweck recalled. "Many of them remarked, unprovoked, 'This is my favorite test.' " Not so for those praised for their smarts. They assumed their failure was evidence that they weren't really smart at all. "Just watching them, you could see the strain. They were sweating and miserable." Having artificially induced a round of failure, Dweck's researchers then gave all the fifth-graders a final round of tests that were engineered to be as easy as the first round. Those who had been praised for their effort significantly improved on their first score—by about 30 percent. Those who'd been told they were smart did worse than they had at the very beginning—by about 20 percent.

Dweck had suspected that praise could backfire, but even she was surprised by the magnitude of the effect. "Emphasizing effort gives a child a variable that they can control," she explains. "They come to see themselves as in control of their success.

Emphasizing natural intelligence takes it out of the child's control, and it provides no good recipe for responding to a failure." In follow-up interviews, Dweck discovered that those who think that innate intelligence is the key to success begin to discount the importance of effort. I am smart, the kids' reasoning goes; I don't need to put out effort. Expending effort becomes stigmatized—it's public proof that you can't cut it on your natural gifts.

Repeating her experiments, Dweck found this effect of praise on performance held true for students of every socioeconomic class. It hit both boys and girls— the very brightest girls especially (they collapsed the most following failure). Even preschoolers weren't immune to the inverse power of praise.

Jill Abraham is a mother of three in Scarsdale, and her view is typical of those in my straw poll. I told her about Dweck's research on praise, and she flatly wasn't interested in brief tests without long-term follow-up. Abraham is one of the 85 percent who think praising her children's intelligence is important.

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